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Measure Product and Service Satisfaction

Global Business-to-Business Product Marketer

What we did
• Identified key business drivers
• Discussed the drivers and the composition of key constituent groups to be interviewed with general management and with marketing/sales management groups from client’s global regions
• Developed 11-tier constituent sample to be interviewed
• Developed written and one-on-one interview questionnaires for each of the 11 tiers
• Reviewed questionnaires and sample composition with regional contacts for accuracy and appropriateness
• Worked with two outside vendors to administer survey to sample

What we discovered
• Lead times for the completion of the survey were considerable given the high level of coordination and regional input
• Some regions believed in the value of the survey more than others, frustrating timely completion
• Other regions were adept at “coaching” favorable responses from key constituents

Strategy
• Develop global customer satisfaction report with regional overlays and flexibility to customize the survey based on market needs

Tactics
• Developed web-based reporting process to monitor progress of questionnaire submissions, fostering friendly "competition" for survey completion ratios
• Provided template for vendor to report outcome of survey to insure speedy turnaround of data into information-based reports
• Provided analysis of key product and service satisfaction findings
• Assisted client in issuing final reports to constituents

Results
• Product and service satisfaction varied by region, but overarching drivers were consistent
• Results of survey have been tied to company’s internal bonus compensation calculation
• Client has moved much of the questionnaire response itself to the web to accommodate constituent desires, facilitate survey completion times, and cut costs

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